Realise passion for Hospitality biz with ZINC
Imagining its long term growth, the food and entertainment brand opted for franchise model. In an interaction, Sandeep E, Managing Partner, Zinc Square Hospitalities shares his experience of participation in FRO. Namita Bhagat (NB): Brief us about the origin and development of your company and how did the company opt for franchise route? Sandeep E (SE): Zinc Square Hospitalities is the brain child of an NRI group, having established business in India and Middle East, our passion for food and entertainment lead to this venture. The company started of its flag ship Zinc n Rock Restaurant in May 2010. Zinc n Rock Restaurant is a musical themed restaurant with a concept of ‘food for all’. Our brand comes with a diverse international menu comprising of sandwiches, burgers, mock-tails, and smoothies with our fricassee fries, which comes in different varieties like chicken, prawns and fish and veggie. The restaurant is equipped to serve Italian, Mexican and Chinese cuisine. The inclusion of territorial dish has made us a complete restaurant catering to the whole family. Even though we had started our operations in a tier II city, the public accepted us with open arms and the tremendous success of our first restaurant forced us to opt for the expansion much sooner than we thought of. After extensive research of the Indian market, the management decided that the franchise model was the best. We franchised our first unit in a very short span and opened on March 2011. The company also plans to have a growth in ‘owned and operated’ stores also. The company now owns one restaurant and three Bake zones in Trivandrum. Our next store in JLT Dubai will be open to public by October 2011. NB: Promotional strategy is a part and parcel of brand’s appropriate growth. Kindly elaborate on the approach your company adopts to enhance its reach. SE: Our company is focused on a long term growth pattern. Our surveys and studies are based on Indian customers, so we planned for a domestic level expansion first, though we had enough opportunity internationally. We come up with our own stores in a region and then develop the franchisee model. NB: Your company has participated in FRO Mumbai. What factors inspired you to participate in the event? SE: As we mentioned earlier, we are not a company who got success by chance and wanted to repeat it by way of franchising. We have a long term vision and our research is not limited to identifying business or about the customers’ need, but also in business development and franchising, which was a very important aspect of our study. We were impressed with the promotional activities undertaken by Franchise India, the Mumbai crowd has always been a great support for business events, and we chose Mumbai FRO as our launch pad. NB: Share your experience of being one of the participating companies at FRO. SE: As an exhibitor we are impressed with the co-ordination of the organisers and in terms of business it was a big leap. We never felt as a new-comer in the industry, after all we were backed with a unique and proven concept. Any issues our people faced during the exhibition were taken care of and were immediately resolved by the Franchise India Team. Our decision to use it as the launch pad proved correct. NB: How do you think the brands’ participation in the event would contribute to the brand’s growth? SE: See in these events we face the right audience, unlike the ones you might find through other media or means. You can convey the opportunity directly to the intending investors and your entry to a new market can be very fast and a growth in business is a boost for your brand image and value. NB: What advice would you like to give to the entrepreneurs and investors aspiring to participate in the show to get maximum benefits from it? SE: Well, FRO is unique in its nature. Stick to your plans and continue doing it the way you are doing at the moment. As, this model is really good in promoting budding entrepreneurs and providing exciting business ideas for potential investors.